In the ever-evolving social media landscape, staying ahead of Facebook's algorithm can make all the difference for event creators, planners, and promoters. Facebook's continual updates to its algorithm aim to enhance user experience by focusing on genuine connections among users.

The Facebook algorithm deemphasizes so-called “public” posts from publishers and businesses. These changes may have made it harder for music venues, festivals, and other brands to reach fans with organic posts.

This shift, while challenging, doesn't spell doom for organic reach. Instead, it presents new opportunities for event creators and brands to connect with their audience more effectively.

If you're an event creator looking to leverage Facebook’s platform effectively, understanding the intricacies of the algorithm is crucial. By optimizing your approach to align with Facebook's preferences for quality content and genuine engagement, you can boost your event's visibility organically.

In this guide, we'll explore actionable strategies for working with the algorithm, not against it, to ensure your events garner the attention they deserve.

Learn about the benefits of connecting your Eventbrite event to Facebook here.

How does the Facebook algorithm work?

The Facebook algorithm is an ever-evolving set of rules and machine learning techniques that aim to deliver personalized and engaging content in users' feeds.

As of now, this sophisticated system emphasizes relevance and authenticity by assigning each piece of content a relevance score. The higher the score, the more likely the content is to appear at the top of the Feed. Some of the factors used for calculating relevance scores are:

Timing of the post
Identity of the poster
User's level of interaction with the poster
Type of content
User interaction with similar posts
User's current time and internet connection speed

The algorithm prioritizes posts that spark real interactions and engagement, such as comments and shares, while also considering the timing and the nature of the content. By focusing on user preferences and leveraging advanced AI technologies, the algorithm ensures that each user's experience is tailored and engaging.

If you're an event creator genuinely interested in building a solid connection with your audience, the Facebook algorithm is actually on your side. It values authentic interactions and meaningful content, enabling you to reach the right people organically.

The following strategies will help you harness the algorithm's strengths to grow your event’s visibility and engagement.

1. Craft engaging content that resonates with your event’s target audience

Understanding your target audience is just the first step. Knowing how to engage them is crucial. For event creators, this means diversifying the types of content you share:

Share sneak peeks of event preparations to build anticipation
Create short, engaging videos highlighting key aspects of your event
Use these to gather insights and engage with your audience
Showcase feedback and experiences from past attendees to build credibility
Build excitement with countdowns as the event date approaches
Highlight key individuals to draw attention

Combining these content types ensures your posts remain fresh and engaging, effectively capturing your audience’s interest.

2. Leverage live streaming to capture attention

Make live-streaming concerts a top priority. Why? Live videos have an average of six times more interactions than regular videos.

Beyond increased Facebook engagement, there are plenty of benefits from live-streaming as many performances as you can:

Fans will learn through experience that it’s a good idea to tune in whenever you go live so you’ll grow your audience with every stream
Sponsors will be interested in the size of your total audience — live attendees plus video viewers — or they may want to sponsor your live stream
You’ll create FOMO — fear of missing out — which drives ticket sales because fans won’t want to miss the next show or festival
You’ll have plenty of videos to use as teasers and recaps in social media or email marketing, which will drive fans to buy tickets to future shows
Live video is raw and visceral, which will help you convey your authenticity and brand personality

Video https://www.youtube.com/watch?v=NJpdpbF_4Ms&list=PLQZ3lb89nPv7PW639cd9MDtY-dvUAtRIk

3. Optimize your event posts with strategic timing

Timing is everything on Facebook, and knowing when your audience is most active can make a huge difference. To maximize the visibility and engagement of your event posts, aim to share content when your audience is most likely online.

Generally, the best times to post on Facebook are during mid-week days (Tuesday to Thursday) and early afternoons, around 1-3 PM.

However, these timings can vary depending on your specific audience. Use insights from the Eventbrite marketing tools to optimize your post timing and frequency for your followers.

Additionally, consider your event timeline. Generate buzz by posting a save-the-date announcement well in advance, followed by reminders as the event gets closer.

4. Encourage user interaction to boost visibility

Getting people to comment, like, and share your posts can significantly enhance your event's visibility. Start by asking engaging questions in captions, like "What's your favorite memory from our last event?" Such questions invite responses and make people feel valued.

Create polls and surveys related to your event, such as preferred music for a concert or anticipated sessions at a conference. Polls are easy and interactive ways to boost engagement with minimal effort.

Host challenges, contests, or giveaways requiring user participation. For example, run a photo contest where attendees share moments from past events with a specific hashtag. Reward popular entries with free tickets or exclusive merchandise to boost participation and sharing.

Actively reply to comments and messages and engaging with your audience will help you beat the Facebook algorithm and boost your event.

5. Utilize Facebook stories to increase reach

The use of Facebook Stories is another growing trend. Stories are short posts that appear at the top of the News Feed and disappear after 24 hours. They offer a more casual and immediate way to connect with the audience.

Event creators can use Stories to share real-time updates, countdowns, sneak peeks, and interactive elements like polls and questions to keep their audience engaged and excited about the event.

6. Harness the power of Facebook groups for events

Facebook Groups are an invaluable asset when it comes to promoting events. By connecting your event to relevant groups, you can tap into a community already engaged and interested in the event you're hosting. Here's how to effectively utilize Facebook Groups:

Join relevant groups: Search for groups that align with your event's theme or audience. For example, if you're hosting a tech conference, join tech enthusiast groups. Ensure you're joining active groups that share and engage regularly.
Share valuable content: Don’t just spam your event link. Share valuable content related to your event, such as speaker highlights, schedules, or interesting articles. This positions you as a thoughtful contributor rather than just a promoter.
Engage with members: Interact with group members by commenting on posts, answering questions, and starting discussions. Engaging with the community builds trust and makes members more likely to check out your event.
Share event updates: Use the group to share exciting updates about your event, like new speakers, sponsors, or activities. This keeps the group informed and builds anticipation.
Host group-specific contests: Increase engagement by running contests or giveaways exclusive to group members. This can include free tickets or exclusive event merch, making members feel special and appreciated.

7. Use event-specific hashtags to enhance discoverability

Event-specific hashtags function as a unique identifier that boosts discoverability and engagement. Encourage attendees to use your designated hashtag when posting about the event, creating a cohesive narrative across social media.

Goat Yoga Dallas uses their hashtag #goatyogadallas to get their unique yoga events in front of Instagram users. Create a unique hashtag for your event brand and start promoting it three to six months before your event.

8. Gain traction with user-generated content (UGC)

User-generated content (UGC) is a powerful engagement tool. The Facebook algorithm tends to favor content that feels authentic and community-driven.

Event promoters can encourage attendees to create content related to the event, such as photos, videos, and testimonials. When shared with your event hashtags, this content becomes a powerful testimonial and promotes your event brand.

Highlighting and sharing this UGC on the event's page can boost engagement and reach.

9. Collaborate with influencers to reach new audiences

Think of influencers as your event's superpower; their endorsement can significantly boost your visibility. These influencers don't have to be celebrities—they can be presenters, speakers, or even notable participants in your event.

Start your promotional efforts during the planning stage to build anticipation as the event date nears.

The follower base of your chosen influencers can be invaluable for spreading the word. Reach out early and involve them in the event planning process, giving them ample time to integrate your event authentically into their content. Offering backstage access or insider information can further incentivize them to share their excitement.

Encourage influencers to share teasers, behind-the-scenes content, and personal testimonials leading up to the event. A mix of posts, stories, and live streams keeps the momentum going. This signals to Facebook's algorithm that the event is generating buzz and engagement, increasing its visibility on the platform.

10. Analyze insights to refine your approach

Diving into Facebook Insights is essential to understand the performance of your event promotions. Regularly monitoring these analytics lets you gauge what strategies resonate with your audience and which areas require refinement.

What makes this even more powerful is Eventbrite's integration with Facebook. This seamless connection allows you publish your event on Facebook with a single click and access comprehensive data on your event’s performance, such as ticket sales directly linked to specific posts or ads.

Use Eventbrite’s Add to Facebook feature to try these social media event marketing tactics now.

Log in and select your event
Select Marketing, and then Add to Facebook
Agree to the terms and conditions
Select Connect Account

Log into your Facebook account and choose your Facebook page from the drop-down
Review the event description and make any necessary changes
Select Publish on Facebook and you’re done!

11. Implement consistent event branding across posts

Consistent event branding is crucial for creating a unified experience across all your posts. From the tone of your messages to the imagery and hashtags you employ, every element should reflect the essence of your event.

Visual elements: Stick to a specific color palette and font style that aligns with your event's theme. Use high-quality images and graphics to build a professional look. This will make your event posts instantly recognizable and memorable.
Language and tone: Maintain a consistent voice across your posts. Whether your event's vibe is formal and businesslike or casual and fun, ensure that your promotional content matches this tone. Consistency in language helps in building trust and a connection with your audience.
Hashtags: Develop a unique event hashtag and use it consistently. Encourage your audience to do the same. This not only boosts your posts' visibility but also helps create a community around your event.
Templates: Consider creating templates for different posts, such as announcements, reminders, highlights, etc. This will streamline your process and ensure visual consistency.

12. Narrow down focus to promote events locally

Most music venues and festivals are essentially local or regional businesses, so you can mix relevant news about the neighborhood or region into your posts. If you run a festival that draws fans from hundreds of miles away, you can every so often narrow in on the different local communities you serve.

You can spotlight local vendors, artists, and stories that make your event unique. Highlighting these elements can create a strong connection with the local audience and make out-of-town visitors feel a deeper connection to your community.

Engage local influencers and media outlets and encourage local businesses to get involved through sponsorships or cross-promoting. Local news stories about your event help build legitimacy and raise awareness within the community.

13. Cross-promote on other social media platforms

Maximize your event’s visibility by cross-promoting across platforms like Instagram, Twitter, and TikTok. Share snippets, behind-the-scenes content, and teasers tailored to each platform’s audience.

Interlink your social media profiles to allow followers easy access to event updates across all channels.

Utilize platform-specific features such as Instagram Stories or TikTok challenges to create buzz and engagement. Adopting a cohesive, multi-channel approach ensures your event reaches a broader audience, amplifying its potential for success.

Mastering Facebook's algorithm can significantly boost your event's visibility and engagement. By applying these strategies, you're well on your way to creating a vibrant community around your event.

Ready to take your event promotions to the next level? Discover Eventbrite's event marketing platform to streamline your efforts and amplify your reach.

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